Naming Products and Name Testing Research
Rahul's Noteblog
Notes on Marketing Management
Naming Products and Name Testing Research
A catchy name for a new product is very important for its success in the market. A good product name helps with consumer recognition and visibility. Furthermore, a proper brand name is used for product identification, and differentiation from the competitor's products. A good product name is legible, easy to pronounce and memorize, and unique. Additionally, the product name must support overall brand strategy plan and corporate direction. There are various approaches to naming a product:
a. Some companies attach corporate names to their products. Examples include Libby, Scott Paper, General Mills. Other companies, however, use individual brand names for their products. Examples of such companies include General Foods, Proctor and Gamble.
b. Product names may be explicitely descriptive. Examples: Minute Rice, Rice-A-Roni, Wheat Chex.
c. Line names may be assigned to a variety of specific products manufactured by the company. Examples: Betty Crocker, Green Giant.
d. Implicit imagery names do not describe the product, but give a general idea about the purpose of the product. Examples: Taster's Choice, Pampers.
e. Created names do not have any meaning, but through long-term advertizing, they can convey an indirect meaning about the characteristics of the product.
f. Designer names are associated with people who are leading figures and are lend their names in the marketing of the product.
After a brand name is chosen, the brand name is further tested to see its performance in the real market. Reasons for name testing research:
a. Generation of new ideas.
b. Measurement of pronounceability and legibility.
c. Association with product category.
d. Distinctiveness.
e. Measurement of strategy-supporting promises of product use and end-benefits.
Additional Readings:
1. Functions and Elements of Growth in Marketing Management
2. Marketing Organization and Functions of a Marketing Manager
3. Functions and Essentials of New Project Planning
4. Types and Various Stages of Market Studies
5. Naming Products and Name Testing Research
6. Planning of Advertizing Budgets
7. Basic Steps of Test Market Studies
8. Trade through Selected Agencies
9. Price and Motivation of Marketing
10. Marketing Functions at different levels of Development
11. Elements of a Marketing Mix
12. Advantages and Disadvantages of Branding
13. Packaging and Sales Promotion
14. New Product Development Strategy
15. Screening a New Product
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Page accessed on: September 8, 2010, 11:02 pm.